puerto rico road safety / distracted driving...

PUERTO RICO ROAD SAFETY / DISTRACTED DRIVING

2015

FINAL REPORT

PRESENTED TO:

qualitative

July 2015

TABLE OF CONTENTS

INTRODUCTION ......................................................................................................................... 1

RESEARCH OBJECTIVES ............................................................................................................. 1

DESIGN ......................................................................................................................................... 1

SAMPLE PROFILE ........................................................................................................................ 2

TIME OF COMMUTE TO WORK (%) ................................................................................... 4

GENERAL DRIVING HABITS ...................................................................................................... 4

TYPE OF VEHICLE MOST FREQUENTLY DRIVEN (%) .................................................... 5

MOST SERIOUS ROAD SECURITY CONCERNS .............................................................. 7

IN PUERTO RICO (%) ........................................................................................................... 7

PERSONAL DRIVING EXPERIENCES ..................................................................................... 8

ROAD SAFETY / CONDITIONS IN PUERTO RICO .............................................................. 10

CELL PHONE USE WHILE DRIVING .................................................................................... 12

USE OF HANDS FREE DEVICES ............................................................................................ 14

USAGE FREQUENCY OF HANDS FREE DEVICES............................................................. 15

OBSERVED USE OF HAND HELD CELL PHONES ............................................................ 16

SAFETY PERCEPTION: HAND HELD VS. HANDS FREE ................................................. 17

TEXTING ..................................................................................................................................... 18

FREQUENCY OF TEXTING WHILE DRIVING .................................................................... 18

OBSERVED TEXTING ACTIVITY WHILE DRIVING .......................................................... 19

CELL PHONE / TEXTING: OTHER ISSUES ........................................................................ 20

PROBABILITY OF RECEIVING A FINE FOR. . . (While driving) ....................................... 22

AWARENESS OF MEDIA CAMPAIGNS FOR: ...................................................................... 23

DISTRACTION / CELL PHONE USE ..................................................................................... 23

SLOGAN RECALL FOR CELL PHONE USE WHILE DRIVING CAMPAIGNS .................... 24

PUERTO RICO ROAD SAFETY / DISTRACTED DRIVING STUDY 2015

INTRODUCTION

The PUERTO RICO TRAFFIC SAFETY COMMISSION (CST by its Spanish acronym)

commissioned TMC Qualitative (TMCQ) to conduct a study to better understand driving

habits in Puerto Rico and also, measure the effectiveness of media campaigns on several

issues, such as seat belt usage, speeding, safety / distraction and driving under the

influence of alcohol.

RESEARCH OBJECTIVES

The study was formulated to fulfill the following objectives:

To generate information about habits and attitudes of drivers in Puerto Rico , and

the degree to which these occur among Puerto Rico drivers, regarding:

o Seatbelt usage

o Speeding

o Distracted Driving

o Driving under the influence of alcohol

o Measure effectiveness of educational campaigns regarding before

mentioned issues.

DESIGN

A total of 600 person to person interviews were conducted among licensed drivers,

16 years* of age or older, that drive a motor vehicle, at least on several occasions

per week.

Interviews were conducted at participants’ homes.

Fieldwork was conducted during the month of June, 2015.

_________ *In consideration of the legal drinking age, two questions were not presented to participants younger than 18 years:

Q23. How many drinks can you have and still be able to drive?

Q24. In the past 30 days, have you driven after drinking alcohol?*

PUERTO RICO ROAD SAFETY / DISTRACTED DRIVING 2015

2

SAMPLE PROFILE

A comprehensive profile follows, describing population under study. There are slightly

more males, since the population under study is among individuals -- 16 and older -- who

have a drivers license.

SAMPLE PROFILE

Approximately 67% of total sample work, at least on a part-time basis; and 96% of those

who work report they drive to work.

The average commute to work is 11 miles (mean); taking an average trip time of

approximately 34 minutes. Both parameters show outliers:

12% drive more than 20 miles

35% drive more than 30 minutes; 16% more than 40 minutes.

51 49

10 25

21 31

14

29 20 20

17 15

54 13

12 21

GENDER: Male

Female

AGE GROUP: 16-24 25-34 35-44 45-59

60 OR OLDER

GEOGRAPHICAL AREAS: San Juan / Metro

Caguas / East Arecibo / North

Ponce / South Mayaguez / West

WORK STATUS: Work full time

Work part time Retired

Not employed

The median age is approximately in the 40 to 42 range.


3

COMMUTE TO WORK:

Average miles driven: 11 miles

o Mean: 11 miles

o Median: 8 miles (50% drive

over 8 miles)

Average time to reach work 33.9 minutes

o Mean: 33.9 minutes

o Median: 20 minutes (50%

drive over 20 minutes)

MILES DRIVEN TO WORK (%)

44

23

14

8

8

4

1 TO 5

6 TO 10

11 TO 15

16 TO 20

21 TO 30

MORE THAN 30

Base: Those that work and drive to work.


4

TIME OF COMMUTE TO WORK (%)

GENERAL DRIVING HABITS

A large majority drive on a daily basis; about 8 of every 10 respondents report driving

“daily”; 91% either “daily” or “almost daily”.

DRIVING FREQUENCY (%)

19

14

17

8

15

15

4

6

10

1 TO 10

11 TO 15

15 TO 20

20 TO 25

25 TO 30

30 TO 35

35 TO 40

40 TO 45

MORE THAN 45

83

9

8

Everyday

"Almost" daily

Less frequently

Base: Those that work and drive to work.


5

Base: Total sample.

Passenger cars (62%) and SUVs (33%) are the types of vehicles most driven by

respondents.

TYPE OF VEHICLE MOST FREQUENTLY DRIVEN (%)

Base: Total sample.

About 6 of every 10 drivers interviewed describe themselves as having “average”

driving skills. Some 42% as “above” average.

DRIVING SKILLS (Self evaluation) (%)

Base: Total sample.

o Males are most likely to consider themselves above average drivers (48%).

o This is also the case for the 25 to 34 year old age group.

62

33

2

1

4

Passenger car

SUV

Van

Mini Van

Truck / Pick up

42

57

1

Above average

Average

Below average


6

When asked to compare their driving skills with their spouse’s / partner’s,

approximately 60% consider they are at par.

COMPARED TO SPOUSE / PARTNER, PARTICIPANT

CONSIDERS DRIVING SKILL TO BE. . . (%)

Base: Those that reported having a spouse / partner

When asked to choose between Puerto Rico, Florida, New York and the Dominican

Republic, which, in their opinion, has the worst drivers, half of respondents (50%)

say it is Puerto Rico. The Dominican Republic followed with 36%.

WHICH HAS THE WORST DRIVERS (%)

20

60

20

Worse than spouse / partner

At par

Better than spouse / partner

50

36

4

1

10

Puerto Rico

Dominican Republic

New York

Florida

Does not know


7

Base: Total sample.

Respondents identified which concerns / situations they consider as “most serious”

regarding driving in Puerto Rico.

MOST SERIOUS ROAD SECURITY CONCERNS

IN PUERTO RICO (%)

Base: Total sample.

DUI, distracted driving, speeding, poor road conditions and reckless driving in

general are considered most critical. DUI and distracted driving are virtually at

par.

29

26

15

12

11

3

4

Use of Alcohol / DUI

Distracted driving / use of cell phones

Speeding

Reckless driving

Poor road conditions

Bicycles / motorcycles

Others


8

PERSONAL DRIVING EXPERIENCES

According to respondents, in the past 3 years. . .

o A total of 11% have been involved in some sort of auto accident.

. . . 14% in the 35 to 44 group

. . . only 2% in the 60 or older or older segment

. . . 8% females / 13% males

o Approximately 11% has been fined for driving above the legal speed limit.

. . . 14% males / 7% females

. . . 20% in the 16 to 24 year old age group


. . . 6% in the 45 to 59 year old segment

. . . 2% in the 60 year or older age group

o Some 17% admit driving after consuming alcohol.

. . . 20% males / 14% females

. . . 12% the 18 to 24 year old and 45 to 59 year old age groups.

. . . 6% in the 60 year old or older age group.

o A total of 42% report having sent a text message while driving.




. . . 17% in the 60 year old or older age group.


9

PUERTO RICO ROAD SAFETY / DISTRACTED DRIVING

Findings 2015


10

ROAD SAFETY / CONDITIONS IN PUERTO RICO

As presented in the Sample Profile section of this report, the perception of driving habits exhibited on the roads in Puerto Rico is quite poor.

Half of all participants identify “Puerto Rico” (50%) as the place where driving habits are worse (“has the worst drivers”); the Dominican Republic followed with 36%.

WORST DRIVERS AMONG THE FOLLOWING PLACES

Base: Total sample.

50

36

4 1

10

Puerto Rico Dominican Republic

New York Florida Do not know


11

Also, the greatest concerns expressed by interviewees are the use of alcohol

/ DUI, distracted driving (including use of cell phones), speeding reckless

driving in general and poor road conditions.

MOST SERIOUS ROAD SECURITY CONCERNS

IN PUERTO RICO (%)

Base: Total sample.

DUI, distracted driving, speeding, poor road conditions and reckless driving in

general are considered most critical. DUI and distracted driving are virtually at

par.

29

26

15

12

11

3

4

Use of Alcohol / DUI

Distracted driving / use of cell phones

Speeding

Reckless driving

Poor road conditions

Bicycles / motorcycles

Others


12

CELL PHONE USE WHILE DRIVING

A total of 95% of all participants own cell phones. This incidence in the 16

to 24 years old age segment is a high 98%. All segments studied in terms of

gender and age, have incidences of over 90%.

OWN CELL PHONE

Of those who own cell phones, 7 out of every 10 ( 71%) admit to using cell

phones while driving. This is as high as 86% in the 25 to 34 years old age

group and as low as 45% in the 60 years or older age segment.

CELL PHONE USE WHILE DRIVING

Base: Those who own cell phones.

95 93

96 98

91

96 97

91

TOTAL Males Females 16-24 25-34 35-44 45-59 60 +

71 71 71 72 86

75 69

45



13

Half of those who use their phones when driving report doing so “very often”(22%) or

“sometimes” (28%). A total of 29% “never” use their phones while driving.

FREQUENCY OF CELL PHONE USE WHILE DRIVING


The groups with highest usage frequency, based of “use very often”, are the 25 to 34

years old age segment (34%) and 16 to 24 years old age segment (28%).

FREQUENCY OF CELL PHONE USE WHILE DRIVING

(Use “very often”)

Base: Those who use cell phones while driving.

22

28

22

29

Very Often Sometimes Rarely Never

22 25

19

28

34

24

15

6



14

USE OF HANDS FREE DEVICES

Among participants who own a cell phone, 70% have some sort of “hands free”

device, being the 35 to 44 years old age group the one with highest incidence; 82%.

On the other hand the oldest group (60 years or older age group) has the lowest,

43%.

OWN HANDS FREE DEVICE


70 66 73 70

79 82

65

43



15

USAGE FREQUENCY OF HANDS FREE DEVICES

Close to 9% of drivers who own hands free devices, “never” use them while

driving / using cell phones.

On the other hand, 60% use them “always” while driving; 78% “always” or

“most of the time”.


WHILE DRIVING

Base: Those that own a hands free device


WHILE DRIVING – (Use “Always”)

Base: Those that own a hands free device

60

18 14 9

Always Most of the time Sometimes Never

60 60 60 64 61 59 62

43



16

OBSERVED USE OF HAND HELD CELL PHONES

Almost 7 out of every 10 (66%) participants report “very often” seeing

people talking on a hand held cell phone while driving; 90% estimate

observing this behavior either “very often” or “sometimes”.

Only 3% report “never” observing this behavior.

FREQUENCY OF OBSERVING USE OF

HAND HELD CELL PHONES WHILE DRIVING

Base: Total sample.

66

24

7 3

Very often Sometimes Rarely Never


17

SAFETY PERCEPTION: HAND HELD VS. HANDS FREE

The use of hands free devices / phones while driving is definitely perceived

as a safer alternative than using a hand held one.

Some 84% are of the opinion that hands free phones are safer.

SAFER ALTERNATIVE FOR CELL PHONE USE

Base: Total sample.

5

84

11

Hand Held Hands Free Both equally dangerous


18

TEXTING

A total of 42% of respondents report having sent a text message while

driving in the last three years.

The 25 to 34 year old and the 35 to 44 year old age groups show the highest

incidence.

TEXTING INCIDENCE – PAST THREE YEARS

Base: Total sample.

FREQUENCY OF TEXTING WHILE DRIVING

About half (54%) of those who text while driving, do not do it very often,

reporting they “rarely” do so.

However, a total of 13% do so “very often”; 31% “sometimes”, exposing

themselves, quite frequently, to possible accidents due to this behavior.

42 44 41 46

62 55

28

17



19

FREQUENCY OF TEXTING WHILE DRIVING

Base: Those that text and drive. .

OBSERVED TEXTING ACTIVITY WHILE DRIVING

About 90% of all respondents report observing other drivers texting; 46% see this

“very often”.

FREQUENCY OF OBSERVING TEXTING WHILE DRIVING

Base: Total sample.

13

31

54

2

Very Often Sometimes Rarely Did not answer

46

31

14 10

Very Often Sometimes Rarely Did not answer


20

CELL PHONE / TEXTING: OTHER ISSUES

There is a clear knowledge that both, cell phone use and texting, while

driving is an illegal activity in Puerto Rico.

WHILE DRIVING. . .

CELL PHONE USE IS…

TEXTING IS…

Base: Total sample.

1

97

2 LEGAL ILLEGAL DO NOT KNOW

1

98

1 LEGAL ILLEGAL DO NOT KNOW


21

About 56% of all participants feel that a $50.00 fine for cell phone use or

texting while driving is insufficient as a deterrent to these risky activities.

$50.00 FINE FOR CELL PHONE USE / TEXTING

WHILE DRIVING IS. . .

Base: Total sample.

56

41

3

NOT ENOUGH ENOUGH / ADEQUATE DO NOT KNOW / NO ANSWER


22

PROBABILITY OF RECEIVING A FINE FOR. . . (While driving)

Use of a hand held phone:

o There is a clear perception that being fined for using a cell phone

while driving is quite likely.

o Approximately 78% feel it would be “very likely” to be fined for this

activity.

LIKELIHOOD OF BEING FINED FOR USING

HAND HELD PHONE WHILE DRIVING

Base: Total sample.

Also, being fined for texting and driving is considered highly likely.

LIKELIHOOD OF BEING FINED FOR TEXTING

WHILE DRIVING

Base: Total sample.

78

16 6 1

Very Likely Somewhat Likely

Not Very Likely Not at all Likely

76

13 9 1

Very Likely Somewhat Likely

Not Very Likely Not at all Likely


23

AWARENESS OF MEDIA CAMPAIGNS FOR:

DISTRACTION / CELL PHONE USE

About 57% of all participants recalled having seen or heard messages about distractions

and / or cell phone use while driving in the past 30 days.

This incidence is lower in the youngest group (16 to 24 years old) and the

oldest (60 or more years old).

UNAIDED RECALL OF CAMPAIGNS

ABOUT USING CELL PHONES / DISTRACTIONS

WHILE DRIVING – (Last 30 days)

Base: Total sample.

57 54 59

51 56

61 60

50



24

SLOGAN RECALL FOR CELL PHONE USE WHILE DRIVING CAMPAIGNS

A total of 46% of participants who recalled campaigns for Distraction / Cell

phone use while driving, also recalled slogans used.

RECALL FOR ANY SLOGAN

FROM DISTRACTION / CELL PHONE USE WHILE DRIVING

CAMPAIGN

Base: Those that recalled campaigns.

SLOGAN RECALL

CELL PHONES / DISTRACTIONS CAMPAIGNS

Base: Those that recalled campaigns.

The youngest age groups have a higher awareness level when

compared to the norm (62% vs. 46%). These are also the age

groups with highest incidence of texting while driving.

46

54

RECALL DO NOT RECALL

46 49 44

62 53

37 52

22



25

Those that recalled slogans, mentioned / recalled the following:

CELL PHONES: %

Ojos en el celular, no son ojos para guiar 26

No uses el celular para guiar 12

Usar el celular mientras guías va contra la ley 7

Al guiar, frena el celular 7

Manos libres para que no haya accidentes 5

Si guías, no uses el celular 2

No seamos nosotros los que atendamos tu

llamada

2

TEXTING:

No textees mientras guías 31

Si texteas mientras guías, serás multado 4

Textear puede esperar 2

Todo empezó con un texto. . . 1


26

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